Marketing is the process of understanding your marketplace and competitors, defining your firm’s market positioning, pricing and services, promoting the firm to your target audience and explaining how they might benefit by working with you. The Marketing Department plays a vital role in promoting the business and mission of an organization. It serves as the face of your company, coordinating and producing all materials representing the business. It is the Marketing Department's job to reach out to prospects, customers, investors and/or the community, while creating an overarching image that represents your company in a positive light. Marketing is the most important part of any business activity. It is what creates customers and generates income, guides the future course of a business and defines whether it will be a success or a failure. For a sustained marketing effort, a business of any size requires a dedicated marketing department or a marketing team.